How big a chal­lenge is com­bin­ing as­pects like tech­nol­ogy and con­nec­tiv­ity into a ve­hi­cle’s de­sign?

Land Rover AFRICA Magazine - - TECHNICAL -

We clearly need to har­ness tech­nol­ogy. We’re also aware of what the com­pe­ti­tion is do­ing. We don’t play catch up. We need to be com­pet­i­tive, but most of all, we need to be rel­e­vant. For me, it’s about util­is­ing the tech­nol­ogy that al­lows us to main­tain, and more im­por­tantly, pro­mote the essence of what our brand is all about. We’ve got ve­hi­cles that are highly dif­fer­en­ti­ated and specif­i­cally tar­geted to­ward dif­fer­ent cus­tomer groups. With some of our ve­hi­cles, tech­nol­ogy is more rel­e­vant than ever, es­pe­cially where it comes to con­nec­tiv­ity and in­ter­face. So for ex­am­ple, on the Evoque, which has a younger age pro­file, there’s an abun­dance of con­nec­tiv­ity such as switchgear and driver-ve­hi­cle in­ter­face as op­posed to a Range Rover where peo­ple want more in­tu­itive fea­tures where the car does ev­ery­thing for them. It’s about the bal­ance of tech­nol­ogy, not just tech­nol­ogy for the sake of it. It needs to be tech­nol­ogy that ac­tu­ally im­proves the con­sumer’s re­la­tion­ship with the ve­hi­cle. For me, it should be tech­nol­ogy with a pur­pose.

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